The Unfinished Picture

Hidden on a peninsula on Ireland’s Wild Atlantic Way, a historical house had fallen into disrepair and a factory lay disused. An idea was sparked: repurpose the factory into a distillery, simultaneously regenerating a historical landmark and transforming a local community. Our task was to create a brand that would deliver this vision.

Embracing the long-term nature of this project, we landed on the idea of an ‘unfinished picture’; something that would never be complete, ever-evolving over time.
The Gaelic word Athrú (meaning ‘change’) was chosen as the brand name, mirroring the transformation of the house and factory and expressing the experimental nature of the brand’s whiskey making process. The forward-leaning treatment of the Athrú word mark embodies the progressive nature of the brand, and the three sections highlight the unique triple distilled character of Irish whiskey.
Every detail of the brand, from the name through to the wordmark and limited edition casks, reveals more of Athrú’s character and builds on its long term purpose. A progressive nature and sense of intrigue is expressed through all marks, typography and imagery, giving a taste of what lies ahead.

“The vision for Athrú always went beyond the whiskey itself. We needed to capture a sense of revival: how a new distillery could breathe life back into an estate and transform a local community. Early on, we realised that this was a project of passion and it would not be completed in our lifetime. It was designed to live beyond that. We saw our role as laying the building blocks, developing a brand that could grow and evolve over time.”

Sean Thomas, Executive Creative Director, Jones Knowles Ritchie.

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